Dental Website

Posted on by Neil Sanderson

How To Turn Your Website Home Page Into A Sales Machine

 

home pageGetting your website home page right is absolutely crucial. I keep saying this and I'm going to say it again. The vast majority of people who visit your home page will do so on a mobile phone! Not on a desktop.

In some instances this can be as much as 90% of all the visitors that come to your home page. This means that you have to think mobile first and desktop second.

If you look at most dental websites they have a large image across the front of the home page that usually slides in and out with different photographs. These are effectively useless!

The reason for this is that they are designed for desktop viewers who may (a) look at your whole home page and (b) may stay a little longer. Mobile visitors are the exact opposite to this profile.

The seven second rule

There is a well known phrase in marketing circles called "The seven second rule." This means that if you don't grab your visitors attention within the first seven seconds they'll leave.

So why put sliding photographs on your home page when most people will never see beyond the first picture?

There are two things you should really concentrate on with your website home page that is (a) the headline and (b) the video. These are the two things that will catch someone's attention and hopefully retain them.

The headline needs to be about the visitor, not about you. For instance a good headline would be "We give you a five year guarantee on all our work." Guarantees work amazingly and most people don't give them. So if you make this central to your website home page, you already have an edge over your competitors.

It doesn't really matter what your headline is, so long as it is about the patient and not about you. I see all the time things like "Established in 1990" or "We offer quality dentistry", or something like that. People are simply not interested in you or where you graduated or what qualifications you have.

Your patients are only interested in what you can do for them and your home page should reflect this. We call this the W.I.I.F.M (what's in it for me).

Creating Headlines

Create a headline from what you are good at. So think of seven reasons why people should come to your practice and then make a headline for each reason.

Whenever you are thinking of using the word "I" or "We". Use You or Your. Always speak to your audience as an individual not a group. Don't say things like "our patients", say "You".

Remember the person who is reading this is almost certainly doing so on their mobile phone. This is a very personal exchange.

You also need a strong call to action. This is literally telling them what to do e.g. "Call now to make an appointment". "Book online now".

Use these tactics and turn a normal home page into a sales machine.

For more information on how to design your home page, call me today on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk. See our Facebook or Twitter pages.

 

Posted on by Neil Sanderson

Get The Most From Your Advertising Spend

allocate your advertising spend

One of the most confusing things when it comes to marketing your dental practice is "how should I prioritise my advertising spend?"

There are quite literally dozens of ways to spend you money on marketing. Most forms of advertising will yield results, but try to think about what what will produce the best return on investment for you hard earned cash.

I have listed below some of the more popular ways to allocate your advertising spend. You will need to choose which media you go for.

Common Advertising Media

  • Television
  • Cinema
  • On the side of public transport
  • Radio
  • Press advertising
  • Direct mail
  • Leaflet drops
  • Google Adwords
  • Facebook advertising
  • Social media presence
  • In practice marketing
  • Email

I've no doubt I've missed something and am sure you can all think of something else, but these are the most popular forms of advertising media.

From the list above most dental practices simply can't afford TV advertising so let's dispense with that one straight away, which leaves eleven other ways to place your advertising spend.

Here is my recommendation for your advertising spend

  1. Email advertising, If you have a list of email addresses, this is without doubt the most effective way to get your message across. Firstly it's almost free, it consistently delivers the best value for your advertising spend. Email is a brilliant way to increase spend from your existing patients. If you're not collecting email addresses start now.
  2. Google Advertising can't be bettered as a means of growing your patient numbers. This is because only people who enter your key words see your ads. You only pay for the ad when they click on it and come to your website. It is without doubt the most cost effective advertising spend for new patients you can deploy.
  3. Direct Mail will get you a far higher open rate than email however there is a cost, whilst email is effectively free, direct mail will cost you printing, paper/card and postage, but it is still highly effective because where email may only get you a 20% open rate, direct mail will get you a 90% open rate.
  4. Facebook advertising has become one of the best places to put your advertising spend.  By using Facebook you'll receive highly targeted advertising, which can be very effective. You can specify geographic area, age, gender, hobbies, relationship status etc. etc. It is also incredibly cheap too, sometimes as low as a couple of pence per click.
  5. In practice marketing will not generate many new patients but it can be an incredibly effective advertising spend. Many of your patients will not know about the different types of cosmetic treatments you offer, simply putting a video on the TV in your waiting room can increase sales by ten fold.
  6. Leaflet drops can be very effective, a leaflet drop can cost as little as £60.00 per 1000 items, giving you a  a very cost effective way of getting your message across.
  7. Social Media presence seldom directly creates new patients but it engages with your existing patients. It can be one of the best ways to get referrals.
  8. Radio can be very effective, but the cost can be extortionate and is normally just too expensive for a dental practice to think about for your advertising spend.
  9. Press advertising still has it's place but if you are really scrutinising your advertising spend I would stay clear of this media.
  10. Cinema advertising can be effective, but also can be very expensive.
  11. Public Transport again if you are really scrutinising your advertising spend. My advice would be to go with the top items on this list rather than this.

I strongly recommend you follow the list to maximise your advertising spend.

If you would like to know more about how I can help you get the most from your advertising spend. Call me on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit my website at www.dentalmarketingexpert.co.uk or go to our Facebook or Twitter pages.

Posted on by Neil Sanderson

Major Changes For Google Adwords

 

google adwordsIf you thought that you could bypass Google Adwords (the pay per click paid for listings at the top of the search page), think again. Google has made some major changes that are going to make search engine optimisation even more difficult.

As I've been telling you in this blog for some time now most people will come to your website via a mobile device not a desktop. Google has also recognised this and now has adopted the slogan and philosophy "mobile first".

50-60% Of All Search Is Now On Mobile Devices

Because 50-60% of all search is conducted on a mobile device Google is taking advantage of this like never before. Here are the changes and you'll quickly see why search engine optimisation is going to be even more difficult.

Google Adwords is Google's main source of revenue. They don't really want you to click on one of those free listings. To make this more difficult they've made their ads 50% bigger.

The consequence of this is that now the ads take up 50% more space on the first page of Google. In mobile terms, this effectively means that there are no "free" listings on the first page of Google's search.

Even if you have the best search engine optimisation company working on your website, it's highly likely that you won't be seen on a mobile search.

So how has Google Adwords made its adverts 50% bigger?

Before the change you used to have one line for a headline and around 40 characters for your text. Google has expanded this to two lines for the headline, and given you 85 words to write your text.

The upshot of this is that in almost all instances your click through rate (people seeing your ad and clicking on it) goes up by around 50-60%. This is great news if you are advertising with Google Adwords, not so great if you're not.

They have also let you put extra words in the URL line. This just makes the advert more attractive, encouraging even more people to click on it.

There are now no adverts down the right hand side of the screen, just the top four or five Google Adwords ads at the top and usually three or so at the bottom of the page.

This has really squeezed the free listings, so that whilst you might get three or four on a desktop search, you really don't get to see any on a mobile search.

And mobile users are much less likely to scroll down below the Google Adwords ads, they almost always click on one of these.

Google becoming an Adverts Engine

I stated around eighteen months ago that Google would effectively change from being a search engine to an adverts engine and this concept isn't new.

Just think back a few years to the Yellow Pages. To get noticed you had to pay for a larger advert, Google Adwords are no different.

If you are really serious about promoting your dental practice. Grasp the nettle and start to use Google Adwords. But be beware, if you don't know what you are doing it can cost you dearly.

Take my advice and get a marketing expert involved. In the long run it will make your ads so much more effective and potentially save you a fortune too.

If you would like to know how we can help you with your pay per click Google Adwords. Call me today on 01767 626 398 or email me at sales@dentalmarketingexpert.co.uk. Visit either our website dentalmarketingexpert.co.uk or Facebook or Twitter pages.

Posted on by Neil Sanderson

What is an Explainer Video

scribble videoJust what is it about an explainer video that attracts people's attention when they come to your page and keeps them there?

I think that most of you are aware that you simply have to have video on your website in order for it to be successful. Without it your site, or the pages on your site are just like everyone else which is not good.

Some dental practices put video of themselves speaking to the camera. Better still some have their patients speaking to the camera. Some have a camera roam around the practice.

These video's are excellent and if the person who is visiting the practice has sound on their computer. I would always recommend this type of video if you have nothing else.

The mobile phone issue

The big problem is that 60% of the people visiting your website will do so on a mobile phone. As you've probably noticed, most people don't have headphones on whilst looking at their phone. This means they almost certainly can't hear what is being said.

For those 15-20% of visitors who will come from a tablet, some will have the sound turned on others won't it really depends on where they are looking at your website.

It's highly likely that the remaining 20-25% of visitors who visit from a desktop or laptop computer almost certainly are at work. They will almost certainly have the sound turned off or even don't have sound at all.

So this is the problem with a video where you or your patients are speaking and this is also why an explainer video is perfect.

See below an example of an explainer or scribble video, this is one that we have produced and we can produce them for you if required.

explainer video

Click Image Above To Watch Video

 

An explainer video grabs the viewers attention whether or not they have sound. It gets your message across succinctly and simply, by using graphics and text.

What does and explainer video look like?

The video looks like someone is hand writing and drawing on a white board or sometimes a blackboard. This is the magic of an explainer video, the viewer is never quite sure what is going to come up next so continues to watch.

In recent studies, 80% of people who start to watch an explainer video will watch the whole video. This is quite astounding when you think that most will do this via a mobile phone.

If you visit my site www.dentalmarketingexpert.co.uk. You will see that I have an explainer video on every page of the site. I do actually practice what I preach.

The optimism time for an explainer video is between 30 seconds and a minute. Remember you must put your contact details at the end of the video so that your visitor can take the next step to becoming a patient.

For more information on how an explainer video can help your dental practice. Call me on 01767 626 398. Email me at sales@dentalmarketingexpert.co.uk. Visit the website at www.dentalmarketingexpert.co.uk. Or visit our Facebook page or our Twitter page.

 

 

 

 

 

Posted on by Neil Sanderson

How To Increase Your Flow Of New Patients

new patientsNew patients are the life blood of any dental practice. Just as new customers are the life blood of any other business, so how do you ensure that you get a steady supply of new patients?

Well first of all you need the obvious which is a dental practice. Ideally you will be located where people can find you easily. In an ideal environment this would be a high street, the more visible you are the better.

However many dentists don't enjoy this luxury so in this case you have to let people know that you exist.

Word of Mouth

Word of mouth from your patients is one of the best ways to attract new patients. So to maximise on this method you need to make sure your patients know that you would like them to recommend you. This can be as simple as putting posters up in the practice asking patients to recommend you.

Whilst some practices give rewards to patients who recommend new patients. Simply thanking someone for recommending you is just as good, and in many cases better. But you must ensure that if a patient recommends a friend or relative to you, you personally thank them, this is extremely important.

Recommendations for new patients are great, but you have very little control over this. So the next thing you need to consider is advertising. There are lots of different ways to advertise. I won't go into advertising to existing patients as this article is about getting new patients. Maybe we'll cover that later.

There are many ways to advertise and they are many and varied. They include TV, radio, newspapers/magazines, direct mail, leaflets, Google Adwords, Facebook advertising, blogging, social media posting etc. etc.

What media you should use

Here are my recommendations in ascending order as to how you should spend your hard earned cash on these different forms of advertising.

  1. Google Adwords, this is without doubt the most targeted and cost effective way to advertise. For a start your ads are only shown to someone who has searched for it e.g. dentist in (your location). Your ad will be displayed but you only pay Google if that person then clicks on the ad and comes to your website. Without doubt the best way to get new patients.
  2. Facebook advertising Facebook have come on in leaps and bounds. Their pay per click is cheaper than Google but not as targeted and only 50% of the population is on Facebook. You can specify who you want to see you ads by location, gender, age, interests, etc. well worth trying.
  3. Social Media Posting This is also effective but in order to reach new patients you have to get them to "like" your page on Facebook or "follow you" on Twitter. This can take a great deal of time and effort. Ideally you should not advertise when you post, this is about getting people to know you exist and who like what you post/tweet.
  4. Direct Mail is incredibly effective, but because you are sending stuff through the post is not cheap. You can buy lists of people in your area who fit the profile you want to attract e.g. people over 40 who are affluent.
  5. Leaflets Not as targeted as direct mail but much cheaper. A letter will cost you in the region of 60p each, you can have leaflets delivered for around £60.00 per thousand, again worth a try.
  6. TV and Radio very effective but seriously expensive. If you are a small business which you almost certainly are, I would leave this to the big boys.
  7. Newspapers & Magazines In my opinion this is probably the least effective of all the above media. Firstly many people don't even read newspapers any longer. If they do they have to (a) scan through the paper until they find your advert (b) be interested in what you are saying (c) take action at a later date.

Contact me

I hope this helps you decide how you are going to develop your strategy to get new patients. If you would like more information, call me on 01767 626 309. Email me at sales@dentalmarketingexpert.co.uk. Visit the website at www.dentalmarketingexpert.co.uk. View our Facebook page.

Posted on by Neil Sanderson

Free Marketing For Your Dental Practice

free marketing

Neil Sanderson Dental Marketing Expert

Free marketing! Is there such a thing you might ask? Well the answer is most definitely yes, we just it referrals and if you are pro-active at getting them it can quite literally be your biggest source of new patients and it's free marketing too.

You don't need me to tell you that patients who are referred to you are without doubt the best you get, they tend to spend more money with you and they are more loyal.

Referrals aren't just about people casually mentioning to their friends and family that they use you. You have to have an active referral programme or process in place and if you do, it will pay dividends and as I said its free marketing.

If you use social media you already know how powerful this can be. But one of the most powerful ways to use social media is to get your patients to do this for you.

Lets assume that you do some good work for a patient and they are really happy about it. Why don't you simply ask them to recommend you on their Facebook or Twitter pages, it is incredibly powerful free marketing.

The average person on Facebook has between 50 and 150 friends, so let's be prudent and assume they only have 50.

If you can get just ten patients per month to refer you on Facebook, that's 500 referrals per month, the same applies to Twitter.

If only 10% of these people call you, it means that you will receive 50 new patient calls per month, and if only 10% of these calls turn into new patients it's five new patients per month all for free.

The average new patient spends around £700 in their first year, this means that those patients could be generating £3,500 of revenue and all you did was ask your patients to refer you on Facebook.

But let's be a little more generous, maybe 25% of those patients would call you, giving you 125 new patients calls and 12 new patients, its all free marketing working for you as a process.

It will only take your patients a couple of minutes to send out a post on Facebook, they can even do it on their mobile phone whilst they are still in the practice.

If you are really savvy you can offer your patients a reward for getting you a certain number of  new patients e.g. a John Lewis or M&S voucher etc. (although then I guess it isn't free marketing).

Why don't you give it a try and see how you do.

If you would like to know more about how you can get more patients into your practice call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or visit our website at www.dentalmarketingexpert.co.uk or visit our Facebook page.

Posted on by Neil Sanderson

Market Your Practice

market your practice

Neil Sanderson Dental Marketing Expert

It has to be said that the majority of dental practices do little or no marketing and as a result they get by. I'm often told especially by NHS practices that we don't need extra patients and as a result we don't need practice marketing.

The problem with this argument isn't that they need more patients its normally that they need more patients who will purchase private treatment to boost profits.

Having an NHS contract is a great comforter and obviously keeps the cash flow positive, the down side is that it doesn't grow and as overheads continually increase, this puts ever more pressure on your bottom line or profits.

So this is why you need to think how you can market your practice using every tool available to you.

It's reasonable that if you have a good supply of NHS patients, the vast majority of them have absolutely no idea what you offer privately unless you or one of your colleagues tell them. Whilst you the principal may well introduce your private treatments, do your associates?

This is why EVERY practice should embrace marketing as a way of life, it is a constant investment that will give you a payback month in, month out. There are very few things that give you a return on investment but when you market your practice, this is one of them.

Knowing how to market your practice isn't just about knowing how to get an advert into the press or get a leaflet produced, just think about all those patients who visit you every day who have little or no idea as to what you can do for them, so here are some essentials you need to consider when you market your practice.

  1. Social media is a must, 50% of the British public spend 30 minutes every day on Facebook alone, that's thirty million people. This is the ideal platform for you to tell your patients and prospective patients just what you can do for them.
  2. In-practice marketing. The most under utilised area to market your practice is your waiting room. Just about every dental waiting room has a TV which inevitably is showing some daytime TV channel instead of showing a video or video's of what you can offer your patients.
  3. Your Mobile App. This is probably the most cost effective way for you to communicate with your existing patients. The dental app is the ideal tool to generate referrals, encourage loyalty and return visits, it also showcases your treatments like nothing else. The mobile app is the ultimate word of mouth tool you can deploy.
  4. Email Marketing. Email is still one of the most cost effective ways to communicate with your patients on a regular basis. You don't have to bombard them with endless special offers, but a regular update from you giving your patients updates on what you do and the services you have is invaluable.
  5. Text Messages. Whilst most dental practices have embraced text messaging for appointment reminders, hardly any use it for marketing and text messaging is a fantastic tool to do this. It's cheap and gets a very high read rate. Test messaging is a great way to market your practice.
  6. Direct Mail. Yes we all know that direct mail isn't cheap, but it's incredible effective, especially to your own patients. If you can get 20% of the emails you send out read, you are doing pretty well, whereas direct mail will get closer to a 90% read rate.

So just because you are very busy doesn't mean that you can't improve the profitability of your dental practice when you market your practice. Just think what an extra 10% profits would make to you!

We have just launched a new service that is going down a storm, it's called the Complete Dental Digital Marketing System and it handles every aspect of marketing your practice. For more information, call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or visit the website www.dentalmarketingexpert.co.uk You can also find us on Facebook

Posted on by Neil Sanderson

Introducing The Complete Digital Marketing System

The digital marketing system

It would be great wouldn't it, if all you had to do was create a website for your dental practice and forget about it. New patients would flock to your door and your existing patients would tell you just how much they enjoyed the content on your site.

Unfortunately that isn't how things happen in the real world, if you don't actively promote your site it will simply be a waste of your money. This is why you need a digital marketing system. To drive traffic to your website and convert that traffic into paying patients.

Here are the consequences of not being pro-active on the web!

  1. You won't be found on Google desktop, your website will almost certainly not be on page one.
  2. Your patients won't visit your website because there is no reason for them to do so.
  3. Your mobile rankings will fall and so you won't be found on a mobile device either.
  4. Anyone who does find you won't have a reason to do anything when they arrive.

The fact of the matter is that most dental practices may as well not have a website at all, simply because people can't find it and when they do, there is no call to action!

This is what a digital marketing system does.

You need to ensure that your website is on the first page of Google and ideally Bing and Yahoo too. There are two ways you do this (a) search engine optimisation and (b) advertising with Google/Bing/Yahoo. This means you simply have to have a digital marketing system in place.

Search engine optimisation makes your site relevant and vibrant, the search engines see that your site's content changes regularly, that there are relevant links back to it and that it is mobile ready.

Google advertising pretty much automatically gets you to the top of the search engine rankings, this is particularly crucial with mobile search.

Social Media You have to be active on Social Media. Whether you like it or not, Social Media is a reality, 50% of the UK's population spend 25 minutes every day on Facebook, and that doesn't include Twitter, Instagram etc. Quite literally if you're not on Social Media you are missing out on a massive opportunity.

Email marketing is still one of the most effective ways to get your message out. When we build a website we build in an auto-responder, which will automatically start sending out a series of emails to people who have visited the site, this is crucial for high value treatments such as implants, veneers and straightening.

Video is the new phenomenon that is driving the web forward. If your site doesn't have the right type of video you are simply not in the game. A site with video is 80% more effective at generating business than one that doesn't have video, particularly in dentistry.

Remarketing This is a new technology available from Google and Facebook, it works like this. When someone comes to your website we put a cookie on their computer. When they then visit sites like The Daily Mail, Daily Mirror, Sky, Ebay, Facebook (Google has millions of partners) your advert will be shown to them, they think that you have a massive advertising budget and you are all over the web, whilst in fact your ads are only being shown to people who have visited your site. This technology is making a massive difference to the conversion levels.

So if you are really serious about building your dental practice and increasing the number of new patients that you register you need a digital marketing system, so call me today on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk you can visit our website at www.dentalmarketingexpert.co.uk or click here to go to our Facebook page.

Posted on by Neil Sanderson

Why You Need A Website Landing Page

website landing page

Neil Sanderson Dental Marketing Expert

When most people think about their website they think about having a home page and maybe an "about us", "contact us", "treatments" etc. etc. But sadly most miss the biggest one of all and that is a website landing page.

A website landing page is where you want people to land on your website when they have searched the internet to find you.

So for instance if someone is interested in an implant, you don't want them to land on your home page, then click on treatments, then scroll down to implants, because they will have left your site long before they get to this stage.

Our search habits have been formed by the likes of Amazon and Ebay. So for instance let's assume you are interested in a 40" television and you put in a search for this.

I would guarantee that Amazon would have an advert or listing for a 40" television. When you click on the listing what would you do if you landed on Amazon's home page, you then had to navigate to products, then electrical products, then televisions etc. Do you see what I mean?

This is why a website landing page is so important and you should have a landing page for everything you want people to contact you about, this could be implants, straightening, sedation, whitening, white fillings.

When people search the internet for one of these topics you want Google to display your listing, which takes them directly to the correct landing page, NOT YOUR HOME PAGE.

You need to make it as easy as possible for people to find what it is you offer and then contact you about it. If you don't do this 95% of people will leave your website without taking any action at all, which somewhat defeats the object of your website in the first place.

So what are the must have's on a landing page?

  1. You need a headline that will catch the person who has landed on the page's attention immediately.
  2. You need a video that starts to play as soon as the page opens.
  3. You need your telephone number to be prominent.
  4. You need a form so that people can fill in their details and email them to you.
  5. You need a list of bullet points which outline exactly what you offer.

If you have all this on your website landing page, you will see your conversion go up massively. What you don't want is a scrolling image that changes all the time, with your logo prominent. These are of no interest to the person who is looking for a solution to their problem.

It's your job to tell each person that you have exactly what they are looking for immediately. Having the ingredients I have outlined above on your website landing page will make a massive difference to your conversions and of course to your bottom line.

If you would like to know how you can increase traffic to your website with a website landing page, improve conversions and boost your profits, call me on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or you can visit may website at Dental Marketing Expert or visit my Facebook page

 

Posted on by Neil Sanderson

Dental Website or the lack of them!

dental website

Neil Sanderson Dental Marketing Expert

We've just been updating our database, which we do at least once per year, you would be amazed as to how much changes in a record on your database from one year to another, so I strongly suggest that you make this one of your priorities and clean up your data at least once per year.

However that isn't the main reason why I am writing this blog. No this blog is about how many dental practices don't have a dental website, or any other website for that matter.

We just finished updating London records, and we list every record on our database that doesn't have a website so that we can obviously target them.

I was staggered to discover that almost 30% of all dental practices in the capital still don't have a dental web site, please bear in mind this is the biggest city in our country, not some small town in the sticks.

There is no doubt that the first place that people go to when  they are looking for a dentist or any other business is Google or one of the other search engines. It's essential that your dental website is at the top or near the top of the Google search, but to not have one at all is just amazing, and for such a large percentage of practices to not have a website is staggering.

I have been doing this dental marketing stuff for coming up to three years, and the vast majority of people who contact me to work for them do so after visiting my website.

In fact I can't think of anyone who has contacted by who hasn't at least visited the website once or twice.

For any business in 2015 to not have a website is unthinkable, it's akin to not having any premises. I really don't know how these dental practices get any new business, other than word of mouth, which can be very hit and miss and you have absolutely no control over it either.

If you don't have a dental website currently you need to get one now, this isn't me touting for business either. Of course I would obviously recommend myself to build you a website but you really need to get  one, starting today.

Yellow Pages is essentially now dead on buried, or at least on life support. You could of course use direct mail and leaflets, but these are expensive ways to get your message across and are limited in space.

You not only need a dental website, but you also need a digital marketing strategy to go with it. You have to be active on Social Media, you have to send out regular emails, you need to rank highly on Google. But without a website you are effectively counting yourself out of all these different marketing media.

So if you don't have a website, call me today on 01767 626 398 or email me at enquiries@dentalmarketingexpert.co.uk or visit my website www.dentalmarketingexpert.co.uk or visit my Facebook page